Rolling in Success: A Guide to Choosing the Perfect Company Name

Discover company name ideas using this company name generator

Picture of Libby A.
Libby A.

Naming & Branding Expert

Table of Contents

The Ultimate 8-Step Guide To Naming a Company

Starting a company is tough. But, choosing a suitable company name is even tougher. When choosing a company name, you have to consider what the said company name will mean to your target customers.

If coming up with good company names is an issue you’re facing as a business owner, then we can totally be of help!

Try out our company name generator for cool company names. All our name ideas are really simple and tailored to your brand. You want to kick off your naming process with a brainstorming session. Brainstorming helps you see what options are available to you.
Listed below are some cool company names to inspire you.

  • Lighthouse Agency
  • The North Pole
  • Period
  • FitLife
  • Le Yogi
  • Wolf Couture
  • UrbLife Constructions
  • Brick and Mortar
  • Buildeen
  • Bigfund Ltd.
  • 3D Growth
  • CataConsult
  • Cryptic
  • TrojanMail
  • SecureNet
  • Ladybird
  • More Capita
  • LoveLink
  • White Picket
  • Crispies

Step 1: Outline What the Name Should Represent

When trying to come up with good company names, it’s important that you first think of them in relation to your brand.

What is in a company names? A lot is in a name, but what really stands out in any name is what it represents. It is what your company name ultimately stands for. You want the name to explain to the target audience who you are and how your services can be of use. That will make the business easier to find and more appealing to potential users.

At this stage of your naming process, here is a list of questions you can ask yourself and the people around you to figure out what exactly your company name represents.

Once you have penned down a list of cool company names, the next step is to cut down, choosing only the best 4-5 names from your ideas. To help you choose the best names for your company, go through the following questions:

  • Is the company name related to the product/service you’re offering?
  • Does it resonate with your target audience?
  • Does the company name stand out among that of your competitors?
  • Is the name of your company simple and easy to recall?
  • What is the first impression one gets on hearing your company name?


Bottom line: There is no magic formula for explaining what your company represents. What’s important is to identify your target market and then focus on making positive and meaningful emotional connections with them. Find names that cannot in any way jeopardize that objective.

Step 2: Competitive Analysis

Your task in this step is to analyze local or international companies from same field and figure out what inspired their business name ideas. Then you can come up with strategies to do it better.

The big question is, “how exactly did they get their naming on point?”

An easy way to do this is to find a number of company name ideas on the internet, evaluate their logo and positioning. This will tell you a lot about how each one derived its name and established a brand.

An exhaustive competitive analysis will give you an objective understanding of the competition’s strengths and weaknesses. That information will help you position your company name in a unique way that outshines the competition.

How to Do a Competitive Name Analysis

How do you analyze competitors’ company names and logo designs? Follow our simple template:

  • Pick a few competitors (preferably industry leaders).
  • Check out their name. What does the name say, and how does it relate to what they do?
  • Analyze the logo. What does it represent?
  • How do their name and logo contribute to their success?

To give you an idea of what we mean, please check out our analysis of these businesses:

Quizzing yourself on these important questions will help you create a balance between logic and sentiment when choosing a good company name. From our long list of company name ideas, I’ll take our top 5 picks and explain why they qualify as great company names.

  • The North Pole: this name suggests a consulting company that serves as a guiding light to its clients; basically helping them reach their professional goals.
  • Fit Life: at a first glance, one classifies this company under the fitness industry. It conveys the message of a fit and healthy lifestyle to potential clients.
  • Cryptic: although this company name has a cryptic message to it, the name basically suggests a company that deals in cryptocurrency.
  • Buildeen: this company name suggests an organization which oversees the process of building from start to finish. It is essentially a construction company.
  • LoveLinks: from its name, this company runs a dating site/app that hopes to help people find lovers through online dating.
company name ideas

Wesfarmers: this company’s name is in line with what they represent- a Western Australian farmers’ cooperative. It also retails products that make farming safer and easier. This company’s logo is an illustration of three leaves on a white background.

good company names

Burger King: this company name targets hungry people, who love fast food. It also implies that the company itself outshines other burger-making businesses, which explains the name ‘Burger King’. Its logo is a visual illustration of a burger, with the company’s name as the filling.

company name generator

CrossFit: this fitness company gives potential clients the promise of aesthetic bodies and good health through exercise. The company’ logo consists of capital letters, C and F.

random company name generator

SmartSites: the name of this company suggests a digital marketing company, which helps people improve and track engagement on their websites. It’s logo is an illustration of the brain in a yellow bulb, which emphasises the word ‘Smart’ which is part of the company’s name.

Bottom line: You can tell from the three examples that it’s by no coincidence that some good company names
become so relatable and memorable. The feel in the logo and the messaging in the name help the business stand out from the crowd.

Step 3: Gather a List of Your Business Name Ideas (Brainstorm)

The next step for you is to brainstorm possible good company names ideas. Write them down as they come; do the weeding later.

When you have 20-40 business names that fit your niche and vision, and that can compete successfully with existing competitors.

Next, split your list of names into the 4 categories listed below. Let’s see a quick demonstration assuming you’re trying to come up with cool company names.


  • Descriptive names: In this approach, the name should describe the service or product of your business at first glance.
    Here are 5 descriptive names we brainstormed for the purpose of this article:
    • Lighthouse Agency
    • Fit Life
    • Wolf Couture
    • UrbLife Constructions
    • TrojanMail
  • Suggestive names: Suggestive names create a vivid image that resonates with the prospective user. Suggestive company names hint at an underlying meaning to the name, instead of just putting it out there. You can go with this category if you’re trying to get creative.
    Good examples for suggestive names are:
    • Le Yogi
    • More Capita
    • SecureNet
    • CataConsult
    • LoveLink.
  • Abstract names: Abstract names are memorable and catchy, but they don’t have any apparent connection with their services or products. The names are purely made up, so they easily establish dominance in the market. Google, Yahoo, Nike, and Skype are examples of abstract names.
    Some abstract name ideas for company names are;
    • The North Pole
    • Cryptic
    • Ladybird
    • Period
    • Apple.
  • Legacy names: naming your company with legacy in mind means that you want it to outlive you. If this is what you prefer, you can just name it after yourself or an organization you founded. The luxury sports car Ferrari, for example, is named after its founder, Enzo Ferrari.
    We brainstormed these examples:
    • Google
    • Facebook
    • Versace
    • Ogilvy
    • Virgin

Step 4: Generating Names

Are you still stuck on a company name to go with? Try our company name generator.
This company name generator will get you name ideas using AI algorithm match. It’s unique, it’s fresh and it was made for you.

All you have to do is type your word you want to include in the name in the search bar.  In a matter of seconds, you will get company name ideas.
Our algorithm is designed to learn your preferred keywords over time and consequently recommend the most suitable options for you. Learn more how does it work, by clicking here.

Once you find the names you like, instant domain zone availability checker will show you what zones are available for registration. This AI based company name generator will also get you some logo recommendations based on the name of your company. This tool saves you a lot of time and the best part? It is totally free

Ready to find your business name?

Step 5: Shortlisting your name ideas

It’s weeding time! This is where you prune and pick only the best names for your company. Your shortlist should have about 3-5 names off your initial list.

Picking your favorite company name may be tough, especially if you used our company name generator. There are a few things you need to consider when creating a shortlist.

  1. Keep it simple. Good company names should be unique, but mostly simple. Simple names are easily remembered.
  2. Check for linguistics and context. Do a quick google search of your names to find out what they mean in other languages- especially your target countries. If any of them has an offensive meaning in another language, it’s best to go with a different name.
  3. Sometimes owners choose names that later become controversial especially in overseas markets. Don’t make that mistake. Eliminate any chances of the name being misinterpreted as sexist, homophobic, racist, or offensive in any way to any community.
  4. Tagline check. If you haven’t come up with a tagline at this point, take a pause and do that. It’s important that your chosen company name aligns with your tagline, which is also your slogan.

It is your prerogative to decide the elimination criteria, but this checklist should help you shorten your list:

  • Is the name culturally sensitive?
  • Does the name capture the values and vision of your brand?
  • Does the name align with your tagline? If you don’t have a tagline ready, you need to create it at this point and align it with your preferred app name.
  • How relatable is the name to the target audience?
  • Of the most relatable names, which ones are the easiest to remember?
  • Can your target audience pronounce the name easily and accurately?
  • How original does the name sound? You don’t want clichés and plagiarized names.

Reduce your list from the original 20-40 names to about 3-5 names.

Step 6: Background Check

Once you have shortlisted the best company names, background checks are necessary. A background check might just save you from future legal battles and cases of misinterpretation. Here are a few things to do in a background check.

  • Research Legality: You do not want to get in trouble with the law because you’re starting a company. So, find out if your intended company names and taglines are in accordance with the law of your home country. Do this for each name on the shortlist. If any of them does not pass the test, drop that name and move on with the others.
  • Trademark Check: to avoid cases of trademark infringement down the line, find out if your company name or logo is already trademarked by another organization. If it’s not, you have the go-ahead to register it as your own trademark.
  • Readability: is your company name easy to read and understand? You can get an external opinion on the readability of your company name and tagline. If it’s not, you have the opportunity to fix that because you’re not creating it for yourself alone.

Step 7: Get some Feedback

You have narrowed down your 20-40 name list to 2-3 names at this point.

Simple step: It’s great to have the opinion of a third-party when you’re done with the primary checks. Their opinion may differ from yours, but it’s mostly objective criticism so that’s okay. You can show a list of your final 2 company names to;

  1. People who run company.
  2. Your target audience.

If you’re asking your ideal audience, ask the first thing they thought of on hearing that name. Ask a company owner how they think an audience would interpret your company name.

Once you get feedback, go back and figure out if their response was in favor of your company name or not. Ask yourself if the name evoked the thoughts, you had imagined it would.

Pro Step: If you want to go deeper with the feedback step you can reach out to opinion shapers, industry leaders, your ideal customers, linguists, and tech futurists for their opinions.

  • Tech futurists will help you predict and reshape the future prospects of your new company within the global tech space.
  • Linguists will advise on the name’s readability and lingual appropriateness.
  • Opinion shapers and industry leaders will help you predict the company’s probable reception in the real world.
  • Ideal customers will tell you whether the business name represents a need they would purchase.

Pro tip: Don’t rely too much on feedback from biased people, especially fans, friends, family members, and colleagues. Seek the opinion of brutally honest critics.

Step 8: Check if the name is available

You have come a long way in trying to name your company. Now, the final step is to check if your company name and extension of choice are available for domain registration. You can use our name availability checker to run a quick check after you have generated name ideas for your company. Our free tool shows you which domain extensions are available, and will recommend logo ideas that correspond with your business name. Or you can Google the shortlisted names to ensure that they aren’t plagiarized. Looking up the names will also give you an idea of what each name might mean to different internet users.

The company name generator and availability checker are highly recommended, to make your company stand out from the rest.

Ready to find your business name?

7 Things to Avoid While Naming your [kw]

  1. Complex Names. In a bid to come off as creative or different, a lot of people come up with names they shouldn’t be using for a [kw] or any establishment at all. You can get creative, but don’t complicate things for yourself and your audience by using names that are difficult to read and spell.
  1. Copying a Competitor’s Style. The competitive analysis is for you to study the marketplace, and get inspired with ideas that are original to your brand. Copying the style, name or logo of another [kw] takes away the originality from your project.
  1. Skipping Background Checks. Do not for any reason, skip the background checks detailed in Step 6. That is, if you hate the discomfort of legal battles and run-ins with the law enforcement.
  1. Shortcuts. There are no shortcuts to success. Even when naming your [kw], you have to follow through with the recommended steps. Cutting corners may cost you more in the long run.
  1. Don’t limit the name to a specific language or geographical location. That will in most cases minimize the future growth prospects.
  2. Don’t use words that are too plain or cliché to outstand from a crowd. In the same breath, don’t choose names that too obscure, technical, or difficult.
  3. Don’t be too stubborn or biased that you cannot accept negative feedback for the names you like.

To save time, you can use our [kw] name generator to quickly find good club names. Name ideas from the name generator are catchy, simple and unique to you.

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